4 Nov
Gucci and Mark Ronson collab on a shoe, then launch Gucci iPhone App to sell it. Sneaky bastards.


The Gucci Icon-Temporary pop-up store opened up to the public on October 24 in New York City at 43 Crosby Street and will be open for the rest of the week, and will then will go on a semi-world tour to Miami on December 1st (ostensibly for Art Basel), and then London and Tokyo in 2010. One of the more exclusive items available is a collaboration between Mark Ronson and Gucci Creative Director Frida Giannini, who teamed up to design an 18-set collection of limited edition shoes. Given Ronson’s nearly impeccable fashion and musical pedigree , it seems like a sureshot for the double Gs.

One model of the Gucci Ronson sneaker collection will be introduced at each stop of the tour, and the NYC edition will only  be available to iPhone users via the free Gucci App. Moreover, the Gucci App is loaded with other musical treats including  playlists by both Ronson and Giannini (via the Gucci Music Channel), exclusive Ronson-produced tracks, and access to the Gucci Little Black Book, which has “best-of information for hotels, restaurants, bars and clubs in more than 20 major cities around the world. Also included in this section is a list of Giannini’s own favorite spots around the world.” I’m sure Giannini knows a thing or two about elite (yet fun) global travel.

“I spent many, many years as an avid sneaker collector, so I wanted to make sure these Gucci shoes were truly special, both from an aesthetic point of view and a collectible one,” explained Ronson to Vogue. “Frida and I also agreed it was important for there to be a unique musical element to the project, so I’m going to be collaborating with artists, making limited edition tracks for each store opening.”

The Gucci Ronson sneakers retail for $500-$600, and all come with their own exclusive packaging and 12″ vinyl record with tracks selected by Ronson. You can even emboss your initials into the leather tag on the shoe laces if your little heart desires. Hats off to Gucci for synergizing their marketing efforts so virtuostically, conflating the trifecta of modern marketing: localized pop-up stores, iPhone App technology and musical collaboration with an indisputably reputable artist. A hat trick.

5 Responses to “Gucci X Mark Ronson + iPhone App = Exclusive Shoes”

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